Kulina — Kimberly Le

Background

Kulina is a lunch-subscription startup based in Jakarta, Indonesia (pop. 10 million) that delivers affordable, healthy meals to working professionals every day.

SCOPE

Port the functionality of Kulina’s existing web platform to an iOS and Android app for B2C consumers.

THE PROBLEM

With over 30,000 users on their web platform (and no mobile app), Kulina faced several issues as they continued to grow and retain their user-base:

Lack of Feedback on Meals & Service - Less than 30% of users left ratings, making it difficult for Kulina to evaluate why customers that seemed happy with their service were churning.
Poor Communication Channels - In Indonesia, emails are not a great channel of communication. Over 80% of Kulina’s emails went unopened by users, resulting in poor communication around delivery arrivals and new features.
Connectivity – A responsive website is slow and requires the need to load content over and over again. With a mobile app, content could be preloaded, which is especially important in Jakarta where people have access mainly to 3G and 4G coverage.

RESEARCH PHASE

COMPETITOR ANALYSIS

We studied the on demand and subscription service space with the following learning goals in mind:

How are other products prompting users to leave a review for routine tasks (rideshares, recurring meal deliveries, etc.)?
What’s the most convenient way to display a menu so that users can select meals based on preference and schedule?
How do apps whose business rely heavily on referrals (Lyft, Mealpal, Uber), encourage users to invite friends?
What are some design patterns in popular Indonesian B2C startups?

Subscription services tended to often put a lot of resources into their referral programs. We looked at a few big examples including BlueApron, HelloFresh, Plated, and a few others.

The first step was establishing the most important core tasks for the mobile app to prioritize what would be accessible from the main bottom navigation bar.

Once we established what would be the main core tasks accessible in the bottom navigation, we moved into a Lean Design Sprint process of Converging <> Diverging as we went through several iterations of lo-fi wireframes to consolidate our sketches and ideas into final pieces.